Almost everyone knows the importance of marketing, it really can make or break a business. Every great business is or was once a great marketeer, from the world of software to the world of fizzy drinks, from the letter ‘M’ forever being associated to a famous fast food chain, to an uncle named Ben selling us his famous rice. Brand association is all around us, I say smartphone you say Apple.
In years gone by branding was an expensive expenditure only ever effectively accomplished by multi-nationals with their ‘limitless’ budgets, large billboards and exclusive adverts. Although, in 1989 (invention of the World Wide Web) this was all about to change, and the world of marketing would be turned on its head. 90% of marketers now say brand awareness is their top priority.
Effect Of The Web and Websites
The web has made marketing accessible to the masses. Yes, it’s now possible for anyone to create a world class brand at a fraction of the cost of their predecessors. It’s estimated over 3 billion people use the web, making it the largest market on the earth and one you need to capitalise on. Websites are the epitome of the web and play a vital part in the customer journey. So much so that a business with a failing website is a failing business.
The best websites neurologically connect a customer’s positive thoughts and feelings to your brand. If you want to present yourself as a simple hassle-free company, then your website should be spacey and organised. The smallest details should be accounted for, text should align with images and straight lines should meet each other. All these seemingly simple features can combine to create a phenomenon called cognitive fluency.
Cognitive fluency is the science that the brain prefers to think about things that are easy to think about. This leads to a preference for visiting simple sites that are intuitively designed and behave as expected. This may seem complex but it’s surprisingly simple. Paying close attention to details and using a less is more approach can attract visitors to your site. With this being said, don’t create a simple website if you brand is not built for simplicity and lacks consistency.
Colours play an important role in how the public feels towards your brand. It’s said that almost 90% of a customer’s subconscious judgement towards a site is based on colour alone. Cooler colours can provide a relaxed, inviting and professional feeling. On the other hand, when used incorrectly cooler colour choices can give off a cold and unfriendly feeling. Warmer colours tend to be warm, soothing and give off an artistic feeling. However, when used ineffectively they’re off putting and give off anger and stress. Tint, hue and shade are major factors in selecting the correct colours. Stick to one primary and one secondary colour, this makes brand association more likely, as your customers can quickly associate these colours with your brand.
Now for grandeur. Typefaces are closely linked to grandeur and status; two identical websites can be given completely opposite appearances if different fonts are used. Serif fonts tell your visitors that you’re a company with traditional values and vast amounts of knowledge. If you read newspapers, you’ll find that the font used is serif, as the publishing company wants you to believe they’re important and knowledgeable. On the opposite side of the scale sits sans-serif fonts, which are undeniably associated with a feeling of clean modernism. In fact, these fonts are prevalent in the technology industry where having the most up to date product is vital for sales. A sans-serif font can give your brand a futuristic association.